Ford Survey 2024: Current Owner – latest findings

This is our latest feature revealing key findings from our Ford Survey.

These initial findings are based on submissions from 6th December 2023 to 18th June 2024.

The survey has been communicated to Electric Road’s database and social media audiences. The total submission base at the time of compiling was 3,407 achieving a 70.2% completion rate. We will continue to promote this survey and will publish findings on a quarterly basis.

All of our brand surveys are open to all drivers (of all ages of car & fuel types) be they a current owner, a previous owner, a prospective one or they simply have a view on that particular brand. We wanted to understand where drivers are in relation to certain car brands and fuel types from what they have driven, are currently driving, what they’re considering and ultimately, what the brand means to them. This feature focuses on current Ford owners.

User Profile

Previous Ford owners represent the biggest group in the Ford survey, nearly half in fact (49.9%).

Type of Ford

Given the popularity of the Fiesta & Focus, it’s somewhat surprising to see that there are nearly as many Ford SUV drivers as there are hatchback ones.

Current Owner – Fuel efficiency

75% of all current owners were pleased with the fuel efficiency of their Ford.

Current Owner – Fuel type

As the number of submissions has increased significantly since our initial findings the fuel type breakdown is more representative of what’s on our roads.

Current Owner – Previous fuel type

Comparing previous fuel type with current fuel type hybrid and electric Fords are the winners here going from 4.1% to 14.5% (Hybrid) and 1.3% to 8.3% (Electric).

Current Owner – previous brand (Top 5)

There is a lot of brand loyalty when it comes to Ford with over 50% of current owners having driven a Ford as their last car. Quite a surprise to see Land Rover in the top 5 though!